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Canadian Cancer Society

Using an engagement and recruitment email campaign to raise more money to prevent and treat cancer.

Relay For Life

The Canadian Cancer Society Relay For Life is more than just a fundraiser. It is an opportunity to get together with family and friends and celebrate cancer survivors, remember loved ones lost to cancer, and fight back in the hope of finding a cure for this terrible disease.

 

Project Goals

  • Develop an online marketing plan to recruit past participants and increase current year participation, fundraising, and retention of participants for their 100-plus 2009 Relay for Life events


Services Provided

  • eCommunications strategy
  • Email layout and design
  • Email content development
  • Email implementation


Project Details

  • The five-month campaign consisted of seven recruitment messages and 13 coaching messages sent on a predetermined schedule based on each event date
  • The emails made strong use of eCRM tools – segmenting messages based on team status (i.e. captain vs. member), fundraising behavior, and even use of the Boundless Fundraising application for Facebook – and saw open rates reach as high as 45%
  • With such a large number of events, it was imperative that each of them receive a robust marketing plan with consistent messaging across the board
  • The plan was implemented into all of their events, beginning approximately four months prior to each event's date, and continuing until two weeks after the event date

 

Results

  • 4.54% of registrants were sourced from recruitment emails
  • 7% of revenue was raised from recruitment email registrants
  • Recruitment email registrants raised 50% more than the average online participant
  • Won a 2009 Convio Innovator Award

Printable Case Study

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We make the $500 minimum easy for participants, but what I really mean is that Charity Dynamics helps make the $500 easy to raise.
Annie Bricker
Assistant Director
Hill Country Ride for AIDS and Mamma Jamma Ride Against Breast Cancer

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